Doctor v Forest Laboratories (AUTH/2304/3/10): Exorex journal ad featuring woman in underwear – no breach | PMCPA Case

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Key facts

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Case	AUTH/2304/3/10
Parties	Doctor v Forest Laboratories UK Limited
Product	Exorex Lotion (coal tar solution 5% v/w cutaneous emulsion)
Material	Journal advertisement
Issue	Alleged inappropriate/sexualised imagery (woman in underwear in a supermarket; man looking on)
Applicable Code year	2008
Clauses considered	9.1 and 9.2
Decision	No breach
Complaint received	16 March 2010
Case completed	13 April 2010
Appeal	No appeal

Reviewed by Dr Anzal Qurbain (FFPM) — ABPI Final Signatory

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A doctor complained about a medical journal advertisement for Exorex Lotion (coal tar solution 5% v/w cutaneous emulsion) by Forest Laboratories UK Limited.
The ad showed a young woman walking through a supermarket in her underwear, with a man looking on open-mouthed.
The complainant felt a sexual element had been introduced and that this style was inappropriate for prescription medicines.
The PMCPA asked Forest to respond in relation to Clauses 9.1 and 9.2 (high standards; not likely to cause offence).
Forest argued the imagery was relevant to psoriasis (skin visibility), focused on confidence/self-esteem, and was consistent with dermatology advertising practice; the claim “Exorex. It has been known to improve confidence.” appeared next to the image.

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No breach of the Code was ruled.
No breach of Clauses 9.1 and 9.2.
The Panel considered the image attention-grabbing but relevant to the therapeutic area and unlikely to offend the majority of the intended audience.

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